Stan's Donuts has been successful in expanding from one Los Angeles location to six locations in Chicago over the past three years. They utilize various social media platforms including Instagram, Facebook, and Twitter to engage customers and promote new offerings. The analysis provides recommendations to optimize each social media presence, such as posting higher quality photos on Instagram, engaging more with local businesses on Twitter, and filtering Facebook posts more appropriately for its older audience. It also highlights Stan's innovative tactics like delivery, a mobile food truck, and grand opening campaigns that drive excitement. To continue growing, the proposal recommends developing a Snapchat account to connect with younger potential customers.

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Emily Mohs || Emily.Mohs@lhssonline.org || (314) 596-1106 || Chicago, IL
A SOCIAL MEDIA ANALYSIS
STAN’S DONUTS — LOVINGLY
CREATED ALL DAY

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Menu
TABLE OF CONTENTS
The Standards
Project Background / 4
History
Services
Audience
Social Media Analysis / 7
Facebook
Twitter
Instagram
Specialties
Achievement Analysis / 11
Innovation
Campaign Spotlight
Assorted Donuts
Proposal / 14
Recommendations
Snapchat
Dough Boy’s Best

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Project Background

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Stan’s Donut shop was founded in 1963 by Stan Berman, Los Angeles, CA
resident. So how did they end up here in Chicago? Rich Labriola,
president of Labriola Baking Company, saw Berman
on a travel show and reached out to him after seeing
how passionate he was. They formed a friendship that
turned into a partnership of bringing California donuts
to the midwest with a Labriola twist. Opening the first
location Chicago location in January of 2014 Stan’s has
become a staple of Chicago. From the retro white tiles
with splashes of pink and green to the Kitchen Aid
mixers Stan's Donut shop can make anyone feel like
they are at home at one of six Chicago locations.
Originally serving fifteen standard donuts along with five
specialty donuts Stan’s has grown to having fifty donuts,
not including seasonal and specialty donuts. Along with
the famous donuts Stan’s also serves up Gelato, Bagels, and Donut Cakes.
Also adding a nice pairing to their baked goods Stan’s proudly serves up
Intelligentsia coffees and teas.
History
Services
Over the past two years Stan’s has been updating the way that they reach their customers.
The company partners with GrubHub and DoorDash to provide home delivery for their
customers. They also provide walk-in orders, take out, and catering services. Most recently
Stan’s has created ‘Stan’s Van’ to go around and park at different locations to bring the
donuts to the people.

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Audience
Stan’s Donuts caters to a broad range of people. With a general product that is hard to hate it
makes it easy for the company to reach people of all ages. The company does break this general
audience in half when looking at how they reach their customers on social media. Their Instagram
caters to younger teenagers who are creating content, promoting Stan’s and being active
conversationalist on Stan’s posts. Their Facebook targets an older range of people who are joiners as
well as critics. Both groups of people are joiners—hungry for content.
Creators & Conversationalist
Instagram users, tending to be younger, find the ascetics of
Stan’s donuts, as well as their highly Instagramed floor, appealing.
This leads the younger demographic to post pictures of their
donuts. The Stan’s Instagram itself pushes out content and
captions that relates and energizes the conversationalist come
out be the groundswell by tagging their friends so everyone
heres the good news of Stan’s Donuts.
Joiners & Critics
Facebook creates a platform that allows people to interact, spectate,
and critique. Stan’s Facebook pushes out content that is either heavily
liked or simply just exists. One thing that is known for sure that with
almost 7,000 likes people are spectating and seeing the content. Their
platform is also easy for sharing experience and giving reviews. The
large majority if not all of the reviews come from an older demographic
from the 30-45 age spectrum who want to share the good or bad time
they had with their family and friends.
Instagram Facebook
• 30-45 year-old age segment
• married or engaged
• has children/spends lots of
time with family
• owns dogs or other pets
• takes family vacations
• has a steady job
• 14-26 year-old girl age segment
• active users who post a variety
of different pictures
• enjoys ascetically pleasing pictures
• follows social trends and current events
• makes time to go out and be with friends
• travels and looks for new experiences
• enjoys going to concerts/festivals

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Social Media Analysis

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Likes Received
@StansDonutsChicagoInstagram
Posts
1,239
Followers
25.1k
Likes
Received
273,781
Average
Likes
576
Comments
Received
18,759
Average
Comments
15
Love Rate
(How Users
Like/Engage)
93%
Talk Rate
(How Much Users
Talk/Connect to
Source Posts)
6%
Summary
Objectives
Platform
Recommendations
Stan’s Instagram aims to attract the younger spectrum of their overall
audience. They do this by relating to current events such as Pride Fest and
Pokemon Go. These things catch the most attention as well as likes.
Promotional posts for events and special deals obtain the most comments
due to the groundswell passing on information to their close friends.
Instagram is also the company’s most successful (in terms of followers) social
media platform. More than 90 percent of the followers are actively liking or
engaging with the platform. This platform is currently growing and receiving
more and more likes on pictures—average being in the 500’s due to older
post.
4)
• Post more photos to up brand recognition and customer
engagement
• Repost some of their followers pictures to engage better one on one
relationships with both loyal and new customers
• Reply to followers posts also to further the one on one relationship
• Respond more to positive comments, in comparison to only
responding to questions and negative responses
• Make wittier captions with posts that are affiliated with current
events or special promotions
• Interact with other local business’ Instagram platforms
• Take more professional pictures rather than low quality iPhone
camera pictures
Stan’s Instagram account engages with followers by liking the created
posts of their customers. The account posts frequently (about 5-7 time a
week) these pictures being aseptically pleasing pictures of their products
that sometimes relate to current trend, events, or memes. This along with
promoting upcoming events, deals, and seasonal donuts work to create
a desirable product to make a massive buzz through the groundswell.
Instagram also provides a contact button on their page that makes
information easily accessible for help along with the link to their website
for support.

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Twitter
Followers
3,327
Tweets
2,711
Mentions
(Last 100 Tweets)
55/100
Replies
(Last 100 Tweets)
13/100
Media
(Last 100 Tweets)
63/100
Average
Likes
10
Average
Retweets
3
Popular
Links
Chicago Tribune,Their
Instagram,and Website
Summary
Objectives
Platform
Recommendations
Stan’s Twitter account is the least popular social media account as well
as the hardest to serve a different purpose from their Instagram and
Facebook. They have identical post from their Instagram, which reaches
about the same audience as their Instagram. About half of the tweets
that they do push out the conversationalist create their own tweets back
to Stan’s account. With that being said only a little more than 10% of
those tweets are being responded to. This platform also receives little to
no likes or retweets thus creating no buzz and not serving a purpose.
The one thing that the platform does serve as is a way of knowing where
the Stan’s Van is heading. This is very smart because it’s quick and is
easy to push out new content fast with no picture unlike Instagram—but
does it matter if it isn’t reaching a large audience.?
• Post less media than done on Instagram and Facebook
• Follow lots of people and take time to listen to them to gain a better
understanding of the Twitter audience to grow platform audience
• Follow other successful small business’ on Twitter and see what kind of
content they push out and interactions that they’re having
• Retweet or respond to more people’s tweets instead of solely liking
them for no one to see except for that particular customer
• Promote more on other social platforms that the Twitter account is an
exclusive place to hear current and fast updates about where the
Stan’s Van is going
• Create a new, fresh voice for Twitter so users don’t get bored or
unfollow due to similar posts as their Instagram
@StansDonutsCHI
The Twitter platform serves to connect with local businesses and people
to create a sense of authority for the weaker account. It aims to post
about 15-20 times a week. The tweets relate to current trending events,
memes, upcoming events, deals, and seasonal donuts to energize a
buzz through the groundswell. The Twitter’s main stand-alone goal is to
make sure that the loyal customers know where the Stan’s Van is
currently headed or located. The contact informations as well as replies
to questions, problems, or concerns should all aim to drive customers to
the home website for more helpful information.

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Facebook Stan’s Donuts and Coffee Chicago
People
Talking
258
Total Site
Views
16,827
Page Likes
6,917
(up .5% from last week)
New Page Likes
36
(up 28.6% from last week)
Reviews
4.6/5
(203 Total)
Average
Post Likes
32
Summary
Objectives
Platform
Recommendations
Stan’s Facebook is the ultimate medium between their Twitter and
Facebook. Facebook itself allows for some different features than the
other two platforms—already making it serve a different purpose. Some of
these features include writing a review, posting on their timeline, and
directly seeing their hours. The amount of likes is constantly growing
every week and is getting closer and closer to the amount of Instagram
followers. The audience on Facebook does tend to fall a little more to a
slightly older generation. That being said some of the posts that they
push out don’t always relate or register with this group. An example is
when they had the Life of Biscoff post, mimicking Kayne West’s new
album. The post received only five like and no comments—which is low for
the platform. I think the company is okay with posting things very similar
to their Instagram but need to be more creative when thinking of the
different audience.
• Post certain things that relate to an older generations current events
• Promote certain events like the kids donut decorating events, and other
children friendly outings and special donuts to the Facebook audience
• Filter what gets posted from the Instagram and what doesn’t
• Respond to all negative reviews, experiences, and timeline posts
• Respond and like as many positive reviews as possible to create a more
personal relationship with loyal customers
• Post articles that Stan’s is mentioned in or their partners
• Post less to no reposts from people on Instagram—Facebook is not
Instagram
This account stands to engage with the followers by talking and directly
interacting with them on tagged posts as well as left comments on Stan’s
photos. The goal should be to post pictures frequently (5-7 times a week)
to keep the loyal fans engaged. Promoting upcoming events, deals, and
seasonal donuts works to help create a buzz about the event through the
groundswell. Facebook has the edge that allows their customers to
support each other by leaving their experience or review of the service.
The platform also makes their hours, locations, and contact informational
easily accessible and driven to guide further questions to their home
website for support.

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Achievement Analysis

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Innovation
Being part of the fast-paced food industry requires fast and creative thinking to
promote the common products in a new and different light. During Stan’s two,
almost three year stay in Chicago they have constantly being chaining what it
means to be a small donut shop.
C
atering
Deliver
y
Dr
iveThrough
Food Truck
Stan’s offered catering early on from the start of their business in 2014. Catering
is a common amenity offered at many, many restaurants and small business’—
taking the first step to utilizing a delivery service helps differentiate Stan’s from
other companies. To make this happen the also conformed to partnering with
companies like GrubHub and DoorDash to stay current and easily available.
Similar to the delivery service Stan’s Wicker Park location opened a late night
pickup window. Here customers can easily get donuts late at night catering to
the young audience of Wicker Park residents. The most recent innovative project
Stan’s has developed is the mobile food truck—Stan’s Van. All of these amenities
make it easier as well as creating a new and exciting experience that makes
getting the simple donuts a fun and exciting experience.
Part of being innovative is being quick, and ahead of the game. Acting quickly
on trends. Stan’s acts quickly by making impromptu donuts that relate to current
events such as special Cubs, Pokemon Go, Pride Fest, and Powerball donuts.
These trendy donuts encourage and practically scream for customer
engagement as well as excitement.

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Campaign
Spotlight
Stan’s has gone from having one location to having six
current locations in the Chicago area. One of their great
successes has come from being able to market their
grand openings to create an increase in their sales. Stan’s
offers different prizes to the first one hundred customers
in line for the grand opening of new locations at 6:30am.
The prizes range from winning a free coffee to the one
grand prize winner who wins free donuts for life (one
dozen a month).
Free Donuts For Life
“I’m camping out
front. All I want
to know is
who’s coming
with me?!
- Matt Mroczeck @ Andrew
O’Rourke & Rose
Richardson via Facebook
“This is my
powerball
lottery”
- Eddie Moy to
@echeckomay via
Instagram
This creates the ultimate indicative to go out and get hyped up with other
energized fans to welcome a new location along with winning prizes. It is also
hard to tell when there is a hundred people in line. This allows for more
people to be in line than giveaways—and increases sales because most
people are still going to be purchasing a product regardless.
Stan’s achieves this goal by marketing to their audience on
their social media. A month to three weeks before the event the
company starts pushing out flyers and advertising the event on
platforms like Facebook and Instagram. In return both the
Facebook parents as well as the teenage Instagram users get
excited at the possibility of winning free donuts for life—
something that both audiences can benefit from. These types
of posts are where the business sees the groundswell telling others about it
and acting as their free source of advertising and talking up the event—making
the opening day full of smiling faces and sales.
People line up all night in the cold and dark winter nights for the chance to win donuts for life. Co-founder Stan Berman (Center) and Rich
Labriola (not pictured) show up to feet loyal fans and start the day off by cutting the ribbon. Kids also come by to have their chance at getting free
prizes like the pink sunglasses they are all sporting.

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Proposal

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Closing
Recommendations
As a whole Stan’s Donuts has created a successful brand and utilized their social
media in a positive way for the most part. There are small, precise details that they
can look into fixing to help their customers keep engaging with them to return profit
for the company because of their strong system of knowing what the people want as
well as how to deliver it.
• Post more high quality photos
• Engage with influencers
• Reposts customer created posts
• Create wittier captions
• Engage with local businesses
• Reduce repetitive media
• Listen to competitors and their followers
• Follow a mass of potential customers
• Retweet key influencers posts
• Create a distinct voice—from Instagram and Facebook
• Market Stan’s Van
• Listen to audience to engage properly
• Market children friendly events
• Filter posts
• Respond to negative and positive critics
• Verify quality with reputable articles
• Facebook is not Instagram—adjust accordingly
Recap of Key Platform Recommendations
Instagram ≫
Twitter ≫
Facebook ≫
Putting these small actions into practice will help boost the already existing fanbase.
Updating small things will make the customer interactions and engagement a better,
more personal experience. As a chain reaction Stan’s will continue to be marketable as
well as profitable as long as they continue to mold to the changing technology and
continue to be leading innovators.

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Continuing
Innovation Snapchat: The New Era
Stan's Donuts currently does not have a snapchat but I believe that them
developing the app as another platform to connect and energize the young
generations of active creators and conversationalists would be very beneficial to
the company. They already have their three other platforms handled fairly well
so I believe that they have the ability to step up their game with an app that their
target audience uses constantly. On Instagram Stan's obviously targets a
younger generation shown through promotions and posts like the Pokemon Go
and Kanye West examples in my analysis. I believe that branching out to this
platform would allow for the same groundswell but also new audience
members to interact who weren't originally following or an active participant
with the brand.
This can be one through the snapchat filters that are available to everyone
based on where they are. Stan's could develop their own filter for each location
and allow the groundswell to once again promote their brand for free to even
more potential customers through snapchat stories. Snapchat can also allow
for the same branding and promotional ways the other three platforms have to
offer. Overall I believe that Snapchat could serve the company as a new source
of engagement and the campaigns will generate earned media.
These three pictures show potential Snapchat filters as well as Stan’s own Snapchat account. The right and left photos are popular types of images that
already are being taken and posted to Snapchat. The filters would stand to brand this product and would encourage key influencers to promote their
products even more. The middle picture is of the accounts ‘scanning tool’. This would help in promoting the account on other social platforms and
make it easy and accessible to take a picture of the photo to add Stan’s on snapchat.

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